New Celeb-Approved Cinema Changes Moviegoing in NYC

Metrograph, founded by designer Alexander Olch, is a theater, restaurant, and 'it' spot wrapped into one.

Metrograph, which opened its doors in early March, has all the makings of a New York City hotspot: It’s located in the trendy, up-and-coming neighborhood sandwiched between Chinatown and the Lower East Side, boasts founders with fashion and movie biz cred, and counts Sofia Coppola and John Waters as fans (both attended the opening). Unlike many NYC hotspots, however, it has a lot more on offer than just booze: Located at 7 Ludlow, Metrograph is a two-screen theater that aims to bring cinephile culture to New York’s downtown set. (Don’t worry, booze is still part of the equation.)

“I fell in love with movies in large part because of the theaters I saw them in, growing up in Manhattan—places like The Beekman, The Plaza, and The Ziegfeld,” explained founder and chief creative director Alexander Olch, who is a filmmaker and fashion designer perhaps best known for his namesake line of luxury neckwear. “I've always been very taken by the beauty of old theaters.”

Though the theaters Olch frequented as a youth have since closed, Metrograph is helping to keep their tradition alive. There’ll be no cheesy rom-coms or mindless action films, thank you—the indie theater’s initial lineup is a blend of French New Wave, early avant-garde masterpieces, and classics from the silent film era. The viewing experience is supplemented by chic interiors (think: white-washed brick walls, and a sleek box office outfitted with a NASA sign); a concession stand stocked with gourmet Japanese candies, baked goods, and macarons; and of course, a fully-loaded bar.

It took Olch—who brought on film industry vets Aliza Ma and Jacob Perlin—six years with plenty of “ups, downs, and unexpected turns” to get the project off the ground. But on opening night, it was all worth it.

“One of the happiest things I've seen in our first week was a Saturday night 11 P.M. screening of Godard's Masculin Feminin—it was a packed house of young, chic couples on dates,” he recalled. “I even saw a couple after kissing on the stairs to the balcony. Going to the movies should be a special and romantic experience, and to see that playing out for a new generation of film lovers is a wonderful thing.”

Even if arthouse cinema isn’t your thing, the theater’s forthcoming restaurant, Commissary, might be worth the trip alone. It's named for the commissaries from the Old Hollywood studios, and the dishes are based off of original menus Olch and his team dug up from the MGM, Paramount, and United Artists commissaries from the 1920s-'40s.

“Much like life at the studios, Metrograph will run non stop—from breakfast, to lunch, to long afternoons, to late at night—and the Commissary will be the central hang out,” said Olch. Which means non-movie lovers will have plenty to look at as well: The people-watching is sure to be five-star.